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Regulatory Focus Theory
Regulatory focus theory
E. ToryHiggins
Abstract

Regulatory focus theory was the child of self-discrepancy theory and the parent of regulatory fit theory. As the child of self-discrepancy theory, it distinguishes between self-regulation in relation to hopes and aspirations (promotion ideals) versus self-regulation in relation to duties and obligations (prevention oughts). But in regulatory focus theory, promotion and prevention orientations are states that vary not only predispositionally across individuals but also can be situational induced. And the emotional and motivational effects of success and failure can be on a current task rather than just chronic congruencies and discrepancies to ideal and ought self-guides. Most importantly, the emphasis is on strategic differences between promotion and prevention in how desired states are attained, with promotion preferring eager means ...

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